Analyzing Factors Affecting Career Choice

Choosing a career is one of the most important decisions a person makes in life. Identifying determinants of career choice among high school graduates is vital for higher education institutions to design effective enrollment marketing strategies. According to various research findings, career choice is influenced by a range of factors including personal interests and skills, job market availability, industrial development trends, the reputation of higher education institutions, opinions of family and friends, opportunities for international programs within a given major, and marketing efforts. This article presents a study conducted using a questionnaire-based survey among 410 students from 10 schools of the Mongolian University of Science and Technology (MUST) to identify the key factors influencing their career choice. The internal consistency of the questionnaire was validated with a Cronbach's alpha coefficient exceeding 0.7. Factor analysis using varimax rotation grouped the influencing factors into six categories. The research framework was based on the Social Cognitive Theory and Social Cognitive Career Theory. The study’s findings indicate that personal interests, industry developments, and university activities have a direct influence on students’ career choices. Conversely, both advice from family and friends and the family’s financial situation were found to exert relatively little influence on the career-choice process.